We utilise a dataset of students in their final year of upper secondary education in Ireland to provide a detailed examination of the preferences of prospective students for higher education institutions (HEIs). Our analysis is based upon a discrete choice experiment methodology with willingness to pay estimates derived for specific HEI attributes and compensating surplus estimated for different bundles of attributes. The results suggest that course reputation and work placement are the most valued attributes. We also find strong evidence of preference heterogeneity, with those from lower socio-economic backgrounds more averse to higher levels of fees.